Product Marketing Manager – Industry

Plaid

Product Marketing Manager strategizing for diverse industry audiences at Plaid. Empowering financial transformation through targeted marketing and collaboration with the GTM team.

Posted 4/28/2026full-timeSan Francisco • California • 🇺🇸 United StatesMid-LevelSenior💰 $160,800 - $200,398 per yearWebsite

About the role

Key responsibilities & impact

Develop and own audience-specific messaging, positioning, and narrative for your assigned industries, ensuring Plaid’s cross-product value is clearly communicated in terms that resonate with target buyers.
Lead outbound campaign strategy for your industries: write the brief, define the target audience and channel mix (paid, email/lifecycle, content, events, ABM, and social), develop the messaging, and partner with channel owners to execute. Measure results and iterate.
Build and maintain GTM collateral: pitch decks, one-pagers, battle cards, email cadences, and other sales enablement materials that help our GTM teams sell more effectively.
Serve as a key feedback loop between GTM and Product/Marketing: capture themes from the market, package them clearly, and bring them to the teams who can act on them.
Track full-funnel performance for your verticals across all active channels, identify what’s driving or dragging results, and use those insights to recommend changes to messaging, targeting, channel mix, or program investment.
Collaborate with Product Area PMMs on the launch and distribution of new products to your industry audiences at the right stage of the launch lifecycle.
Develop and maintain ICPs for your industries that are distributed and used across the company.

Requirements

What you’ll need

4–6 years in product marketing, industry marketing, or a closely related B2B GTM function.
Proven experience owning outbound B2B marketing campaigns end-to-end: from brief and audience definition through channel selection, messaging, launch, and post-campaign analysis.
Working knowledge of multiple outbound marketing channels (email/lifecycle, paid, content, events, ABM) and how they fit together in an integrated campaign.
Excellent communication skills, with the ability to influence stakeholders through structured thinking and clear narratives.
Data literacy with campaign and funnel metrics: able to read performance across channels (CTR, MQL volume, CVR, pipeline influence), diagnose what’s working, and make a clear recommendation on what to change and why.
Familiarity with open banking, fraud prevention, payments, or lending.

Benefits

Comp & perks

Health insurance
Retirement plans
Paid time off
Flexible work arrangements
Professional development

ATS Keywords

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Applicant Tracking System Keywords

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Hard Skills & Tools

B2B marketingoutbound marketing campaignscampaign analysisdata literacyperformance metricsmessaging developmentaudience definitionchannel selectionsales enablement materialsGTM strategy

Soft Skills

communication skillsinfluencing stakeholdersstructured thinkingcollaborationfeedback loop managementiterative improvementnarrative developmentanalytical thinkingproblem-solvingcross-functional teamwork